7. Designing the Hospitality Unicorn: Building Destinations That Own a Category
The data suggests certain amenities drive higher ADR. Yet what if the real differentiator isn’t
Most founders try to build a brand inside an existing category: glamping, nature resort, wellness retreat or landscape hotel. But the destinations that outperform their peers don’t compete inside categories. They create them.
Janice Wilson, founder of Menizei—the retreat that pioneered the concept of Forest Cocooning™—explores how category design transforms a destination from one option among many into a category of one.
Drawing from her background engineering large-scale AI systems, Janice examines why over-reliance on industry data often traps founders in a cycle of amenity stacking and reactive design. Participants will gain an inside look at how a hospitality category is designed from the ground up. And why novelty fades, but category ownership endures.
This session challenges one of the industry’s most common assumptions—that differentiation comes from features rather than perception. You’ll discover:
- Why over-reliance on industry data leads to a crisis of sameness
- What it really takes to command a premium ADR
- How category ownership translates into pricing power, media attention and long-term demand
- Why design is not a line-item cost but a strategic, long-term appreciating asset
- How to identify your “North Star” and build a destination around it
The most successful destinations don’t compete for guests. They redefine what guests are looking for.
Speakers
More Information
Related Sessions
2. To Be Announced
Check back soon for more information.Check back soon for more information.Check back soon for more information.
1. Beyond the Data: What Will Still Work in Glamping in 2030, and What Won’t?
This session gives exclusive insights on the future of glamping invest…This session gives exclusive insights on the future of glamping investment, guest behavior, and business models in the USA. But the glamping industry is evolving rapidly, so it's essential to understand what’s really working now and will survive the …This session gives exclusive insights on the future of glamping investment, guest behavior, and business models in the USA. But the glamping industry is evolving rapidly, so it's essential to understand what’s really working now and will survive the next 5 years, and what’s likely to be left behind? This powerful session cuts through the noise and reveals the real story behind the data. Discover where the smart money is going, how guest expectati…This session gives exclusive insights on the future of glamping investment, guest behavior, and business models in the USA. But the glamping industry is evolving rapidly, so it's essential to understand what’s really working now and will survive the next 5 years, and what’s likely to be left behind? This powerful session cuts through the noise and reveals the real story behind the data. Discover where the smart money is going, how guest expectations are shifting post-2025, and which glamping business models are already showing signs of burnout. You’ll walk away with: Insight into long-term growth opportunities across the USA A clear picture of changing guest behaviors and must-have features A wake-up call on what to stop investing in, and what to double down on If you want to build or scale a glamping business that’s future-ready, financially sound and aligned with what guests truly want, this session is your roadmap. It will help you future-proof your vision, protect your profits, and stay ahead of the curve. Show MoreClick the title to see all detailsShow More
3. The Modern Hospitality Demand Engine: Build It Once. Fill It Forever.
Demonstrating smart scaling with techniques used by top glamping opera…Demonstrating smart scaling with techniques used by top glamping operators to engineer demand, increase ADR, reduce OTA dependency, and take back pricing power. What if you could engineer demand instead of always chasing it? In this advanced worksho…Demonstrating smart scaling with techniques used by top glamping operators to engineer demand, increase ADR, reduce OTA dependency, and take back pricing power. What if you could engineer demand instead of always chasing it? In this advanced workshop, Ben Wolff, hospitality developer, operator, marketer and founder of a growth agency serving $1M+ revenue properties, unveils the architecture behind a modern, content-driven demand system built for…Demonstrating smart scaling with techniques used by top glamping operators to engineer demand, increase ADR, reduce OTA dependency, and take back pricing power. What if you could engineer demand instead of always chasing it? In this advanced workshop, Ben Wolff, hospitality developer, operator, marketer and founder of a growth agency serving $1M+ revenue properties, unveils the architecture behind a modern, content-driven demand system built for serious operators. This is not surface-level marketing advice. It’s a strategic framework designed to increase revenue, strengthen ADR, and build long-term brand equity without over-reliance on OTAs. Drawing on deep operational experience across luxury outdoor hospitality brands, Ben will share a high-value perspective on the techniques used by high-performing properties to stay booked on their own terms. You’ll gain insight into: How to build a positioning strategy that commands pricing power Short-form storytelling that fuels demand Strategies that integrate seamlessly with revenue management When and how to use paid amplification strategically… not reactively Ben will also touch on how agritourism, farm hospitality and wellness are aligning with what the modern traveler wants now, and why these concepts are uniquely powerful for content-driven growth. If you are operating at scale, or planning to, and want to build a strong demand engine that gives you control over your bookings, brand and margins, this session with Ben will deliver serious value. Show MoreClick the title to see all detailsShow More
